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Tayco is a leading office solutions provider who needed to demonstrate a more progressive, innovative brand expression to stand out in a crowded landscape. Tayco has always offered great value for customers, but were perceived in the market at a “Tier B” brand.

The ask was to build greater awareness with key influencers while starting to shift brand perception among existing customers, reps, and architecture or design clients.

We drew insights from research indicating an exceptional and consistent customer satisfaction differentiating Tayco from direct competitors and “Tier A” manufacturers. Based on these insights we set to work on developing a brand platform that expressed Tayco’s core values: progressiveness, a design-led philosophy, value, and care. Our guiding statement became “Believe in Better.”

Jacknife developed a brand platform that leverages Tayco’s strengths, and created a complete brand identity system representative of their design-focused approach to office solutions. This included a tonal direction rooted in the idea of warm minimalism, an expressive extension of Tayco products and services.

The marketing collateral we created for Tayco included photography, creative direction, copy, brochures, and a responsive website that embodied Tayco’s values. Each piece was informed by an underlying strategy, visual system, identity, tonal direction, and brand guidelines created by Jacknife.

With our team’s help Tayco has repositioned their brand as a “Tier A” source of modern office solutions, anticipating and addressing the needs of modern workspaces, while maintaining their perception of value and trust.

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